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Coca Cola India’s Thirst for Rural Marketing We want to be the Hindustan Lever 1 of the Indian beverage business." - Sanjeev Gupta, Deputy President – Coca-Cola India in May 2002

'Thanda' Goes Rural In early 2002, Coca-Cola India (CCI) launched a new advertisement campaign featuring leading bollywood actor – Aamir Khan ,[object Object],[object Object]

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[object Object],[object Object],For the year 2003, CCI had a target of reaching 0.1 million more villages. Analysts pointed out that stiff competition from archrival PepsiCo would make it increasingly difficult for CCI to garner more market share. PepsiCo too had started focusing on the rural market, due to the flat volumes in urban areas. Like CCI, PepsiCo too launched 200 ml bottles priced at Rs. 5. Going one step ahead, PepsiCo slashed the price of its 300 ml bottles to Rs 6/- to boost volumes in urban areas. (Refer Exhibit III for Pepsi Co's rural marketing initiatives.)

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